Nike Case Study

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The big athletic product producer “Nike” has come across some problems that have diminished their reputation as a great business for the people of the world. They were criticized for their manufacturing practices and their unethical missteps on how management ran operations in the U.S./internationally. They made many attempts to clean up the mess that was made. In some of the attempts to clean their name they where successful in others it just made it worst for them. Bill Bowerman and Phil knight founded the company in 1964. Bowerman was knight’s track coach at the University of Oregon, while he was in college. The company first name was blue ribbon but was later renamed “Nike”. The idea of opening a company came from a paper written by Knight during his time when he was in his MBA program at Stanford. It was to import athletic shoes from Japan into the U.S. market, and at the time German competitors Puma and Adidas were dominating it. The initial operation for the company was to be a distributor for a Japanese athletic shoe company, Onitsuka Tiger. They also developed their own athletic footwear to promote in the American market. In 1971 Blue Ribbon ended their relationship with Onitsuka Tiger. The brand name Nike was born in 1972. The “Nike” came from the name of a Greek goddess of victory. The whole company was renamed Nike in 1978, and grow in to the largest worldwide seller of athletic goods. They had in the region of 19,000 retail accounts in the U.S. and about 160 countries around the world. Nike became the most popular by indorsing celebrity athletes. They had to expand more because their product became so widely known and the demands for the product increased dramatically. They went public in the 1980s so they went on an unstoppable rise until the late 1990s. In this period of time, Nike was his with allegations about labor and human rights violations within third world countries in which manufacturing had been subcontracted. The demand for...
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